Rising regional demand for green products: "So when companies understand this and understand that this is a busi...

SINGAPORE: Consumer demand for green products and services in China, India and Singapore is outstripping supply. That's according to a recent regional study by product certification and testing company Tuv Sud. The study found that businesses are missing out on opportunities and need to change their attitudes to tap a growing market. When it comes to green products, businesses seem to be underestimating demand. Tuv Sud's Green Gauge, which surveyed 2600 consumers, and more than 460 business in China, India and Singapore, has shown there is a disconnect between how consumers and businesses view green products. The research demonstrated that on average 84 per cent of consumers are prepared to pay a 27 per cent premium for products which are clearly certified as green. Companies on the other hand had expected that only 43 per cent of consumers would pay a premium in the regio...